$100M Leads

The promise

There's one kind of business failure that stings more than the rest: the failure of a business that actually works. Good product, happy clients, honest price — and a calendar with holes in it. The people living it explain it with whatever words are lying around: the competition, the location, the economy, the algorithm. It's almost never any of those. It's that nobody found out.

That gap is the territory of Hormozi's book, and he covers it with an unglamorous stubbornness. We're not going to walk it chapter by chapter — the book already does that, and it costs less than lunch. We're doing something else. We take the three questions a stuck owner actually asks, in the order he actually asks them (which is nobody's table of contents), and answer them with what strikes us as strongest in his case, what we think is missing from it, and outside evidence the book doesn't cite.

The questions are these: why does nobody find out, if what I do is good? how much do I have to give away before I can charge? and when do I put more money in — and when do I stop?

The idea in one image

Picture the best kitchen on your block. Real cooking, good ingredients, someone who's been doing this for twenty years. It's up a flight of stairs, no sign, behind a metal shutter that rolls up three hours a day. Inside, everything is immaculate. Outside, nothing happens. The owner is certain people just don't spend like they used to.